SERVICESCAPE

By VIJYATA
ASSISTANT PROFESSOR, DEPT. OF MANAGEMENT
RANCHI WOMEN’S COLLEGE
RANCHI UNIVERSITY
INTRODUCTION
Servicescape is defined as the
physical environment where a service is rendered.
Servicescape deals in the settings where a service is
consumed or delivered and the place where both the
service provider and customer interact with each
other.
This concept coined by Booms and Bitner states that
ambiance has a direct impact on the customers buying
behavior
ASPECTS OF SERVICESCAPE

Signs,
Spatial
symbols, Ambient
layout and
and conditions
functionality
artefacts
SPATIAL LAYOUT AND FUNCTIONALITY

Spatial layout is about the way you

arrange the furnishings, equipment and
machinery, their shape and size and of
course, the spatial relationship which
exists amongst them. Functionality is
about the ability of those items to
accomplish customer satisfaction.
SIGNS, SYMBOLS,
AND ARTEFACTS
Signs are signals that directly
communicate with the customer and
are displayed on the exterior and
interior of the servicescape. Symbols
and artefacts provide implicit cue to the
reader. Floor covers, photographs on
wall impact stimulus of customers.
AMBIENT CONDITIONS

The background conditions of an

environment like color, noise,
music, sound, lighting, etc. are
included in ambient conditions.
ELEMENTS OF SERVICESCAPE

FACILITY EXTERIOR FACILITY INTERIOR OTHERS

• Landscape • Music • Virtual

• Exterior design • Layout servicescape
• Surrounding • Equipment • Brochures
environment • Air quality • Employee dress
• Parking temperature • Billing Statements
• Signage • Interior design • Web pages
• Uniforms
• Reports
• Stationary
• Business cards
FUNCTIONS OF
SERVICESCAPE
1. Image, differentiation, and
positioning
the physical environment set for the
interaction of customer and company
helps in creating a niche over competitor
brands and carving unique positioning
and image in the minds of consumer
FUNCTIONS OF
SERVICESCAPE
2. Facilitating service encounter
and increasing productivity
A seamless servicescape with
systemized service encounters with
customers helps in increasing
productivity and efficiency of
employees too.
ROLES OF SERVICESCAPE
Facilitato
r
Socializer

Package

Differentiator
FACILITATOR
Servicescape acts as a facilitator to help
people in their surroundings. A well-
designed place creates a pleasurable
ambiance that relates to peace and
harmony, whereas an inefficient design
can cause frustration and pessimistic 
attitude in the minds of both employees
and customers.
SOCIALISER
The servicescape design acts as a perfect
socializer between both customers and
employees. It also helps to depict the
expected behavior and roles like an employee
can understand his position in a team through
his cubicle placement, the quality of office
furnishings and office assignments. The design
also suggests to customers where they are not
allowed and where they are encouraged and
welcomed through servicescape.
PACKAGE

The servicescape helps to convey the

internal image through its outward
appearance. Product packages are one of its
primary examples where you can easily
know about the wrapped product by viewing
and reading the matter. It acts as a visual
metaphor for building a specific image.
DIFFERENTIATOR

Servicescape acts as a
differentiator by separating
designs of a company from its
competitor. It helps to reposition a
company and attract new
segments.
COMPONENT OF SERVICESCAPE
TYPES OF SERVICESCAPE
ENVIRONMENT

Lean
servicescap
e

Elaborate
servicescap
e
LEAN SERVICESCAPE

Designing this type of environment is

straightforward and includes fewer
interactions, elements, and spaces
between employees and customers.
Some important examples are fast-
food outlets, vending machine, and
kiosks.
 ELABORATE
SERVICESCAPE
The elaborate servicescape includes multiple
spaces, elements, and interactions between
employees and customers. Designing this type of
servicescape requires teams that are skilled in
their work and are fully aware of the corporate
vision and desired outcome. Some important
examples include restaurants, gym, swimming
pool, bars, ocean liners, and international hotels.
 TOOLS TO GUIDE
SERVICESCAPE DESIGN
Keen observation of customer’ s behaviour and
responses
Feedback and ideas from the frontline staff and
customers
Field experiments with different elements of
servicescape
Blueprinting or service mapping
THANK YOU

For feedback/suggestions, mail me at

vijyata.rwc@gmail.com